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by
Richard Randolph
Based on The Non-Designers Design Book
by Robin Williams
Graphic Design Principles
for Non-Designers
At the end of this workshop, 

the Participant will be able to:
1.  Design an effective layout using the 

principles of P...
This
Workshop
is based on:
}  Principles of Design
◦  Proximity
◦  Alignment
◦  Repetition
◦  Contrast
}  The World of Fonts
}  The Finished Produ...
Transactions occur because of two reasons:
1.  Logic – all the reasons including rational,
content, function, capability, ...
The problem: Nothing stands out
Nothing is important
Great Graphics
Don Pixel
456 E. Central Orlando, FL 32123
407-123-456...
The solution: Group similar items together;
separate them from other items.
Great Graphics
Don Pixel
The card is now organ...
The rationale:
When several items are in close proximity to each
other, they become one visual unit rather than
several se...
The problem: Simplistic layout is bland,
common, and unimaginative
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 321...
The options: Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
Too plain and ordinary –
reserve for f...
The solution:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
The right-side alignment
gives order;...
The rationale:
Every element on your page should have some 

visual connection with another element on the page.
Nothing s...
Balance
u  Divide your “frame” into thirds,
horizontally and vertically.
“Power”Points
Empty space is not “nothing” – it is a powerful
“something” that gives the other elements 

their power.
Empty space has a...
AVOID
CLUTTER!
The problem: It doesn’t stand out;
There’s no “brand identity”
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
4...
The solution:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
The red i and vertical line
add impac...
The solution:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
456 E. Central
Orlando, FL 32123
407-...
The rationale:
Repetition develops the organization and strengthens
the unity of the piece.
You can repeat colors, sh∧pes,...
The problem:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
Looks better, but we can still add
emp...
Five ways to create contrast
Size Shape Shade Color Proximity
“…use just notable differences – visual elements that
make a...
The solution: Add a design element that
contrasts with the rest of the piece
GREAT GRAPHICS
Don Pixel
456 E. Central
Orlan...
The rationale:
Contrast can be the most important visual attraction
on a page – it guides the eye, and it’s what makes a
r...
Great Graphics
Don Pixel
456 E. Central Orlando, FL 32123
407-123-4567
Before
GREAT GRAPHICS
Don Pixel
456 E. Central
Orla...
}  Proximity – Items relating to each other 

should be grouped close together.
}  Alignment – Always find something els...
Two major styles of type:
Serif SansSerif
Difference:
Ornamented
with “tic” marks Plain, simple
When to use:
Body text / l...
Personality of fonts:
Georgia Formal, practical
Times New Roman Professional, traditional
Courier! Plain, nerdy!
Arial Sta...
Six basic categories of type:
Old style
Modern
Slab serif
Sans serif
Script!
Decorative
Your purpose is communication.
The...
Consistent – only one type family without
much variety in size or weight. 

Keeps the page harmonious and quiet. (Boring?)...
}  Design for non-designers
http://goo.gl/VFmJa
}  Graphic Design for Non-Designers

http://goo.gl/tXbfb
}  The Non-Des...
Graphic Design for Non-Designers
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Graphic Design for Non-Designers

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Graphic Design for Non-Designers. How to design and lay out your important business documents like flyers, brochures, business cards, pamphlets – even presentations.

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Transcript of "Graphic Design for Non-Designers"

  1. 1. by Richard Randolph Based on The Non-Designers Design Book by Robin Williams Graphic Design Principles for Non-Designers
  2. 2. At the end of this workshop, 
 the Participant will be able to: 1.  Design an effective layout using the 
 principles of Proximity, Alignment, 
 Repetition and Contrast. 2.  Select a font appropriate to the piece. 3.  Prepare a finished document. This workshop will last approximately an hour and a half.
  3. 3. This Workshop is based on:
  4. 4. }  Principles of Design ◦  Proximity ◦  Alignment ◦  Repetition ◦  Contrast }  The World of Fonts }  The Finished Product
  5. 5. Transactions occur because of two reasons: 1.  Logic – all the reasons including rational, content, function, capability, capacity, etc. 2.  Emotion – all the feelings, reactions, likes and dislikes, instincts, etc. To win a Customer, you must appeal to BOTH the logic and the emotion. Design, therefore, must include the logic and content PLUS the desired feelings and emotions you wish to convey to your Customers.
  6. 6. The problem: Nothing stands out Nothing is important Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 A common design / layout:
  7. 7. The solution: Group similar items together; separate them from other items. Great Graphics Don Pixel The card is now organized visually and intellectually. 456 E. Central Orlando, FL 32123 407-123-4567
  8. 8. The rationale: When several items are in close proximity to each other, they become one visual unit rather than several separate units. This helps organize information, reduces clutter, 
 and gives the reader a clear structure. The rule: Items relating to each other 
 should be grouped close together.
  9. 9. The problem: Simplistic layout is bland, common, and unimaginative Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 This design needs some flair to suggest creativity and style.
  10. 10. The options: Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 Too plain and ordinary – reserve for formal documents Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 ^ Align left _ Align right
  11. 11. The solution: Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 The right-side alignment gives order; adds sophistication
  12. 12. The rationale: Every element on your page should have some 
 visual connection with another element on the page. Nothing should be placed on the page arbitrarily. The rule: Always find something else on the page to align with, even if the two objects are far away from each other.
  13. 13. Balance u  Divide your “frame” into thirds, horizontally and vertically. “Power”Points
  14. 14. Empty space is not “nothing” – it is a powerful “something” that gives the other elements 
 their power. Empty space has a purpose. It's part of the design and it helps the reader. Empty space gives the design “air” to breathe. 
 It's a resting place for your eye. Empty space implies elegance and clarity. Use white space to create pauses between different elements on the page.
  15. 15. AVOID CLUTTER!
  16. 16. The problem: It doesn’t stand out; There’s no “brand identity” Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 Let’s add some distinctive design elements…
  17. 17. The solution: Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 The red i and vertical line add impact and uniqueness
  18. 18. The solution: Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 456 E. Central Orlando, FL 32123 407-123-4567 Great Graphics Great Graphics 456 E. Central Orlando, FL 32123 407-123-4567 Repeat design elements across the entire message and all pieces of the message.
  19. 19. The rationale: Repetition develops the organization and strengthens the unity of the piece. You can repeat colors, sh∧pes, , fonts, sizes, spatial relationships, line thickness, graphic concepts The rule: Repeat visual elements of the design throughout the piece.
  20. 20. The problem: Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 Looks better, but we can still add emphasis to make it more memorable.
  21. 21. Five ways to create contrast Size Shape Shade Color Proximity “…use just notable differences – visual elements that make a clear difference, but no more…” ~ Edward Tufte
  22. 22. The solution: Add a design element that contrasts with the rest of the piece GREAT GRAPHICS Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 This will draw the eye to it and cause it to stand out
  23. 23. The rationale: Contrast can be the most important visual attraction on a page – it guides the eye, and it’s what makes a reader look at the page in the first place. Avoid elements on the page that are merely similar. The rule: If elements on your page are not the same, then make them very different.
  24. 24. Great Graphics Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 Before GREAT GRAPHICS Don Pixel 456 E. Central Orlando, FL 32123 407-123-4567 After
  25. 25. }  Proximity – Items relating to each other 
 should be grouped close together. }  Alignment – Always find something else on the page to align with, even if the two objects are far away from each other. }  Repetition – Repeat visual elements of the design throughout the piece. }  Contrast – If elements on your page are not the same, then make them very different.
  26. 26. Two major styles of type: Serif SansSerif Difference: Ornamented with “tic” marks Plain, simple When to use: Body text / long passages Titles, headlines, captions
  27. 27. Personality of fonts: Georgia Formal, practical Times New Roman Professional, traditional Courier! Plain, nerdy! Arial Stable, conformist Tahoma Young, plain Century Gothic Happy, elegant
  28. 28. Six basic categories of type: Old style Modern Slab serif Sans serif Script! Decorative Your purpose is communication. The type should support the communication – 
 it should never inhibit it!
  29. 29. Consistent – only one type family without much variety in size or weight. 
 Keeps the page harmonious and quiet. (Boring?) Conflicts – Combine typefaces that are similar in style, size, weight. The similarities are disturbing. (This should be avoided.) Contrasts – Combining separate typefaces that are distinctly different from each other.
 Appropriate contrast is a good thing.
  30. 30. }  Design for non-designers http://goo.gl/VFmJa }  Graphic Design for Non-Designers
 http://goo.gl/tXbfb }  The Non-Designer’s Design Book http://goo.gl/iN5MU Richard Randolph randolph.richard@gmail.com Click on links below to download
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